Executive Summary

Cheryl Guerin, senior vice president, group head U.S. marketing and global digital marketing, MasterCard, discussed how MasterCard has moved its "priceless" campaign online. To create an impact online, MasterCard had to align their brand goals with their platform goals. They created their "Priceless Picks" app, where people were able to submit their photographs of priceless moments to the MasterCard website. They also created a holiday gift finder through partnerships with Amazon.com and Facebook that helped people find the perfect gift on http://www.priceless.com/.

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